When They Own It, They Really Mean It

According to The Wall Street Journal, celebs, like agencies, are looking for a cut of the action these days.

Rather than a straight annual endorsement fee for doing a TV spot or slapping their picture on a magazine ad, some celebrities and athletes look for deals that offer a bigger piece of the action.
Rapper 50 Cent recently received a windfall when Coca-Cola Co. bought Energy Brands Inc., the maker of the Glacéau line of waters, including Vitaminwater. The hip-hop star, whose real name is Curtis Jackson, had bought a stake in Energy Brands and personally endorsed a drink called Formula 50 that the company named after him.

The article also looks at Ellen DeGeneres. A pet fanatic and the owner of two dogs and three cats, Ms. DeGeneres bought an estimated 15% stake in Halo, a high end pet food line owned by Pegasus Capital Advisors LLP, a Greenwich, Conn.-based private-equity firm. DeGeneres will also appear in the brand’s advertising.

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About David Burn

Native Nebraskan seeking the perfect pale ale in the Pacific Northwest. Disc golfer. Fan of Kurt Vonnegut, community radio and wolves in the wild. Copywriter and brand strategist at Bonehook. Co-founder and editor of AdPulp.